2020 was an unprecedented year of marketing evolution, with a noticeable increase in email volume and the switch to virtual events. During The Partner Marketing Group’s most recent webinar, Explore Emerging Trends in Technology Marketing, our panel of experts got together to share big challenges and changes in 3 key areas of marketing trends.
Focused Insights for Technology Marketers
If you haven’t downloaded your free copy of our 2021 Technology Marketing Benchmark & Trends Report yet, it’s a great place to find out what others in the industry have learned over the last year and what goals they’ve put in place. Barbara Pfeiffer with TPMG shared some of the biggest changes in the industry around three core areas:
1. Increased emphasis on personal connections
There has been a shift from sales-focused content to informative, community-building content. The emphasis on educating, rather than selling, has built a demand for more storytelling in your marketing.
2. Demand for improved, engaging online experiences
It’s no secret the last year has called for a complete overhaul of what it means to put on a virtual event. Simple video calls and webinars are no longer enough for the average attendee, so curating a cohesive “experience” through your website, content, and events has become crucial.
3. Acceleration of digital marketing isn’t slowing down
Obviously, digital marketing has become almost the sole source of content delivery. With people online now more than ever, marketers have to create a digital experience across multiple channels. Marketing automation and AI are have become essential tools.
Email Trends and Best Practices
Email has seen some of the biggest pivots in content when compared to other methods of digital marketing. Simple e-blasts and drip campaigns aren’t working quite as well as they used to, so marketers must get creative with content and timing. Natalie Jackson with emfluence provides some great ways to get better engagement and results from your emails:
- Don’t over-rely on email, but invest in a way that will make it successful
- Integrate customer data to personalize emails
- Add value to your emails in multiple ways
- Use email to share company values and culture
- Try sending at different dates and times than you’re used to; peak times are changing
- Show your customer the value they’ve received in their relationship with you
- Map your email strategy to your buyer’s journey
Hosting a Virtual Event
At this point, everyone has likely hosted or attended some kind of virtual event. With companies realizing the benefits of employees working from home, and the added convenience for attendees around the world, virtual events are here to stay. Cheryl Salazar with TPMG shared her lessons learned with virtual events this year and offered many ideas to consider while planning your virtual events, including the following:
- Ask yourself who your audience is, the size of your budget, and if you need a producer – establish a clear plan for the event very early in the planning process.
- Get creative with how sponsors are involved, and make the partnership long term with continued sponsor opportunities outside of the event.
- When hosting hybrid events, treat in-person and virtual attendees equally! Ignoring one or the other can ostracize attendees and create a sour event experience.
These are just a few highlights our panel shared about the substantial shifts in marketing trends and ideas. For all the insights, we encourage you to watch the on-demand webinar and explore other helpful resources and videos from our full Marketing Resources library. Be sure to subscribe to our newsletter for continuous ideas and industry updates.
If you’re looking for a marketing partner to help you reimagine and execute your digital marketing strategy, contact us today!
